MBM7582 - Services Marketing

Objectives:

On successful completion of the module, students will be able to:
Systematically understand the important and evolving nature of the services marketing environment.
Critically analyse the competitive marketing situation & environment in which service providers operate.
Construct supported marketing decisions based around the various elements of the extended services marketing mix.

Content:

Services dominate the expanding world economy as never before and technology continues to evolve in dramatic ways. This module aims to provide a comprehensive insight into key areas of services marketing including developments that will impact on the future of marketing activity. The areas included within this are:
• Managing the customer interface;
• Positioning services in competitive markets;
• Implementing profitable service strategies;
• Developing pricing and distribution strategies for services;
• Balancing service supply and demand;
• Managing relationships and building loyalty;
• Complaint handling and service recovery.

Learning and Teaching Information:

This module will be delivered as a blended learning course with three face-to-face 2 hour teaching sessions (at the beginning, middle and towards the end of this module). The course is designed to provide students with the requisite e-learning resources to enable them to progress at their own speed although formative e-assessments will need to be completed by specific deadlines during the duration of the course – every week lecturer will set a specific task for the cohort, which can be done and assessed electronically. Further tutorial advice will be given to students on weekly basis in line with their performance. Lecturer will also handle questions / queries posted by students on discussion forum or send via e-mail.

Lectures
Contact hours: 6
Intended Group size: Whole cohort

On-line tutorials
Contact hours: 18
Intended Group size: 1-2-1 or small group

Guided independent study
Hours: 176

Assessment: